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Too Creepy for Comfort? A Study of Personalized Online Advertising Effects on Attitude Towards The Ad and The Advertised Brand Across High/Low Involvement and Socially Sensitive Products, and The Mediating Role of The Creepiness Factor

Myhrvold, Sigrun; Hamre, Mari-Ann Sekkenes
Master thesis
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http://hdl.handle.net/11250/2580170
Date
2018
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  • Master of Science [1116]
Abstract
Consumers do perceive online ads differently, and ads do have the power to

trigger different emotions for consumers depending on which type of product that

is advertised. However, to our knowledge, no study has explored the mediating

role of the creepiness factor in the effect of personalized ads on attitude towards

ad and the advertised brand, while also accounting for the moderating effects of

socially sensitive products and involvement in products. Using data collected

from a quantitative approach, we find that the perceived creepiness factor does

affect attitude towards both ad and brand. We also find that both socially sensitive

and involving products moderate this effect. For instance, consumers exposed to

personalized ads for socially sensitive products are likely to perceive the

creepiness factor, and by that form a negative attitude towards the ad which will

spill over on the advertised brand.
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Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018
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Handelshøyskolen BI

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